AAC Flat Roofing
Growing Organic Users by 414% Through Commercial Roofing SEO, Local Search and Content Marketing
414%
Increase in organic users, from 279 in August to October 2024 to 1,433 in January to March 2026, measured across both domains.
93
Keywords ranking on Google's first page in March 2026, up from just two on the original domain in August 2024.
37
Keywords ranking in Google's top three positions in March 2026, compared with one on the original domain in August 2024.
Project overview
- Client
- AAC Flat Roofing Previously AAC Waterproofing
- Industry
- Roofing
- Website
- aacflatroofing.co.uk Previously aacwaterproofing.co.uk
- Campaign started
- August 2024
- Services delivered
Project team
-
Lucy ClowesHead of Operations & Search
- Jonathon Roberts
Technical SEO Lead
- Charlie Fletcher
Technical SEO Executive
- Jessica McMillan
Key Account Manager
-
Jessica SimpsonSEO Executive
Executive Summary
Client Overview
AAC Flat Roofing, previously AAC Waterproofing, is a commercial flat roofing specialist based in Saltney, Chester. The business installs roofing systems including green roofs and liquid flat roofing for commercial buildings. Serving Chester and locations further afield, AAC needed its website to reach businesses seeking specialist roofing contractors and provide a clear route from researching roofing options to making an enquiry.
Main Challenge
AAC had limited organic visibility and outdated Google Business Profiles showing its former Welsh address, with no listing for its new Chester office. Existing service pages lacked clear explanations, enquiry buttons and conversion journeys, while the website offered limited coverage of specific locations and commercial building types. The campaign also required a domain migration from aacwaterproofing.co.uk to aacflatroofing.co.uk to better reflect the company's services.
Services Provided
We managed the domain migration, rebuilt key service page content and created location pages alongside approximately 15 pages targeting commercial building types. Our content strategy included over 50 flat roofing blogs, organised into topic clusters and supported by internal linking. We also established a Chester Google Business Profile, secured over 300 citations and more than 30 relevant outreach backlinks, and carried out regular technical SEO and existing content audits.
Key Results
Organic users increased by 414%, from 279 in August to October 2024 to 1,433 in January to March 2026, measured across both domains. Comparing the original domain in August 2024 with the new domain in March 2026, page one keyword rankings increased from two to 93, including 37 top three positions. Individual ranking achievements included third place for “flat roofing company”, fifth for “flat roof installers” and eighth for “roofer wigan”.
About the Client
AAC Flat Roofing, previously known as AAC Waterproofing, is a roofing business based in Saltney, Chester, specialising exclusively in commercial flat roofing. Its services include green roofs, liquid flat roofing and other flat roofing systems for commercial premises. Unlike contractors targeting domestic work such as garage roofs, AAC focuses on the needs of businesses and commercial buildings.
AAC serves Chester and travels further afield for suitable commercial projects, including work in areas such as Wigan, Huddersfield and Sheffield. When the business partnered with Fly High Media in August 2024, it needed stronger visibility for its services, its new office location and the areas it could serve. Our focus was on helping commercial customers find AAC through search and making its website a clearer, more useful resource for understanding roofing options and submitting an enquiry.
Objectives.
Our main objective was to increase AAC Flat Roofing's visibility among businesses searching for commercial flat roofing services. This meant strengthening its local presence around Chester and reaching customers in other areas where AAC was willing to travel for suitable projects. We aimed to target searches relating to specific roofing systems, locations and commercial building types, supported by useful content answering prospective customers' questions. Alongside attracting relevant organic users, we wanted to make service pages easier to understand and give visitors a clear route to enquire. The strategy also needed to support the move from aacwaterproofing.co.uk to aacflatroofing.co.uk, with careful management of the domain migration.
Challenges.
AAC's online presence did not accurately reflect its current location. Three Google Business Profiles referenced its former Welsh address, while no profile had been established for the new Saltney, Chester office. This left outdated location information visible to prospective customers and meant the business lacked a Google Business Profile representing its current premises. Its wider local presence also needed consistent business information to support visibility around the Chester address.
The website had limited coverage of the locations and commercial sectors AAC wanted to reach. As a specialist focused exclusively on commercial projects, it needed content that clearly distinguished its services from domestic roofing work. Existing pages for roofing systems such as green roofs and liquid flat roofing also lacked clear conversion paths. Visitors needed more accessible explanations of each option, its benefits and the steps involved in making an enquiry.
Building broader search visibility required a coordinated approach to service pages, location targeting, supporting articles and internal linking. We also needed to identify opportunities within older blog content and monitor technical issues as the website developed. The April 2025 domain change added another requirement: managing the transition to aacflatroofing.co.uk while supporting the wider campaign's progress. Together, these challenges called for ongoing technical oversight, relevant content and stronger links between the website's informational resources and commercial services.
Strategy.
We developed an SEO strategy focused on connecting AAC Flat Roofing with businesses searching for commercial roofing services. Our approach combined location and sector targeting, clearer service pages, supporting content, local SEO and relevant backlinks. Technical audits and a managed domain migration supported this work as we expanded the website's reach.
Location Pages & Commercial Search Targeting
We created dedicated location pages to target searches in Chester and other areas AAC was willing to travel to for commercial projects. These included Wigan, Huddersfield and Sheffield, extending the strategy beyond the company's immediate location. Investment and regeneration activity informed the selection of areas where commercial roofing services could be relevant. The pages connected location searches with AAC's specialist offering, keeping the focus on commercial flat roofing and giving prospective customers a relevant route to enquire.
Location SEO Focus
Dedicated area pages, commercial roofing searches and coverage aligned with AAC's travel radius.
Sector Pages & Clearer Service Journeys
We created approximately 15 pages targeting commercial building types, including car showrooms, and added them to the main navigation. This gave visitors more direct access to roofing information relevant to their premises. Alongside these new pages, we reworked existing service pages for systems such as green roofs and liquid flat roofing. Clearer explanations, benefits, enquiry buttons and next steps helped visitors understand the available options and how to contact AAC about their project.
Service & Conversion Focus
Around 15 sector pages, improved navigation and clearer routes from service research to enquiry.
Content Clusters & Internal Linking
We wrote over 50 flat roofing blog articles, organised into content clusters with pillar pages and supporting articles. This structure allowed us to cover related questions in depth and connect informational content with relevant commercial services. Once the sector pages were published, we reviewed existing blogs and added contextual links to those pages. Ongoing content audits also identified opportunities to refresh older articles, expand useful coverage and improve connections across the website.
Content Focus
50+ roofing blogs, pillar and supporting content, historic content reviews and contextual internal links.
Google Business Profile & Local Citations
To represent AAC's current location, we marked the outdated Welsh Google Business Profile as permanently closed and created a new profile for the Saltney, Chester office. We populated the new listing with the business description, commercial roofing services and relevant business details. We also secured over 300 citations using the Chester office address, building a more consistent local presence across business directories and listing websites.
Local Search Focus
A new Chester business profile, updated location information and 300+ local citations.
Relevant Backlinks & Outreach
Alongside local citation building, we carried out outreach to relevant bloggers and business websites. This secured more than 30 additional backlinks from reputable, relevant sources. The outreach expanded AAC's presence beyond its own website and supported the wider SEO strategy with external links, complementing the new service pages, location content and flat roofing articles.
Link Building Focus
30+ additional backlinks secured through relevant blogger and business website outreach.
Domain Migration & Technical SEO
In April 2025, we managed the migration from aacwaterproofing.co.uk to aacflatroofing.co.uk, aligning the domain more closely with AAC's specialist services. The migration formed part of the wider campaign, alongside ongoing improvements to the website's content and structure. Regular technical SEO audits helped us identify issues requiring attention as the website developed, while separate content reviews highlighted further opportunities within existing articles.
Technical SEO Focus
Managed domain migration, regular technical audits and ongoing website reviews.
Our Solution.
We combined commercial roofing SEO, content marketing and local search improvements to help AAC reach prospective customers and provide clearer routes to enquiry. Our work covered new location and sector pages, improved roofing service content, relevant backlinks and a more accurate local business presence. Alongside these improvements, we managed the domain migration and carried out regular audits to support the website as it developed.
- Created location pages for Chester and other target areas, including Wigan, Huddersfield and Sheffield, aligned with where AAC would travel for commercial projects
- Developed approximately 15 pages targeting commercial building types, including car showrooms, and added them to the main navigation
- Reworked existing roofing service pages with clearer explanations, benefits, enquiry buttons and next steps for prospective customers
- Published over 50 flat roofing blogs in structured content clusters and linked relevant existing articles to the new sector pages
- Managed the April 2025 migration from aacwaterproofing.co.uk to aacflatroofing.co.uk to better reflect the company's specialist services
- Established a Google Business Profile for the Chester office, populated its business details and services, and marked the outdated Welsh profile as permanently closed
- Secured over 300 citations using the Chester office address and more than 30 additional backlinks through relevant blogger and business website outreach
- Conducted regular technical SEO and content audits to identify website issues and opportunities to update, expand and improve historic blog posts
Organic Traffic & Search Visibility.
AAC's organic audience and keyword visibility grew as we expanded its commercial roofing content, improved service pages and strengthened its local presence. The results below cover both the original domain and the new domain following the April 2025 migration.
414% Growth in Organic Users
Organic users increased from 279 in August to October 2024 to 1,433 in January to March 2026. Comparing these two three-month periods across both domains shows a 414% increase, with the GA4 graph illustrating the overall upward trend through to 31 March 2026.
From Two to 93 Page One Keyword Rankings
In August 2024, the original domain had eight keywords in the reported top 20 positions, including two on page one. By March 2026, the new domain had 107 keywords in the top 20, with 93 on page one and 37 in the top three.
August 2024
aacwaterproofing.co.uk
March 2026
aacflatroofing.co.uk
The Result.
AAC Flat Roofing achieved substantial growth in organic users and search visibility during its campaign with Fly High Media. Organic users increased by 414% across the compared three-month periods, while page one keyword rankings grew from two on the original domain in August 2024 to 93 on the new domain in March 2026. These improvements accompanied a managed domain migration, expanded commercial roofing content and a stronger local presence.
Organic User Growth
+414%
Organic users increased from 279 in August to October 2024 to 1,433 in January to March 2026. Measured across both domains in Google Analytics 4, this represents 1,154 additional organic users across two comparable three-month periods.
93
Up from two in August 2024, comparing the original domain with the new domain in March 2026.
37
Keywords in positions one to three in March 2026, compared with one in August 2024.
107
Up from eight in August 2024, demonstrating broader keyword coverage by March 2026.
#3
Achieved third position for “flat roofing company”, improving from position 41.
#5
Moved from position 15 to fifth place over the reported six-month comparison.
Visibility for Commercial Roofing Searches.
Individual keyword improvements demonstrate how the campaign increased visibility for both core roofing services and target locations. AAC's new Wigan location page also secured a page one position for a previously unranked search term.
| Keyword | Previous Position | Achieved Position |
|---|---|---|
| flat roofing company | 41 | 3 |
| flat roof installers | 15 | 5 |
| roofer wigan | Previously unranked | 8 |
Conclusion.
Our campaign helped AAC Flat Roofing build a stronger presence in commercial roofing searches while transitioning to a new domain. Organic users increased by 414% across the compared three-month periods, while page one keyword rankings grew from two in August 2024 to 93 in March 2026, including 37 top-three positions. Targeted location and sector pages, clearer service information, structured blog content and local SEO improvements helped more prospective customers discover AAC and find a route to enquire.
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